Evaluating Ad Networks Based on Publishers
Key questions to ask when choosing an ad network
When choosing an ad network, ask about their publisher strategy:
- What's your publisher vetting process?
- What percentage of users are onchain-active vs. passive readers?
- Can you share examples of your top publishers?
- What's your average publisher eCPM?
- How do you handle quality control and fraud?
- How many active publishers do you have?
- What's your total monthly reach?
- How fast is your publisher network growing?
- What verticals/audiences do you cover?
- How long do publishers typically stay with your network?
- What support do you provide to publishers?
- How do you optimize publisher performance?
- Do you have exclusive publisher relationships?
Networks with high-quality, well-managed publisher portfolios will deliver better results than networks with massive but low-quality reach.
Once you understand how publisher quality, supply dynamics, and inventory access shape performance, the next question is how to turn that foundation into growth. In Chapter 11, we'll cover how to scale spend responsibly — how to increase budgets without breaking performance, when to push harder, when to pause, and how to think about budget allocation as campaigns mature.
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